The men’s grooming category is gaining traction, especially in tools to bring the barber experience home. Just as women are seeking more do-it-yourself devices — including microneedlers, derma rollers, laser hair removers and LED lights — men are also upping their game.
Overall device sales, for the 52-week period ended Aug. 12 in all mass doors tracked by IRI, soared almost 30 percent. Retailers including Walmart and Target have doubled down on their commitment to men’s products. Euromonitor said the global male grooming market will hit $60.7 billion by 2020, fueled by men expanding beyond just shaving products.